ifp

CASE STUDY

Alex Magoon, Account ExecutiveKyla Brinkely, Junior Account ExecutiveMegan Robertson, Creative DirectorJames Walker, CopywriterDanielle Grinzaid, Strategic PlannerReynolds Rogers, Social Media Strategist

TABLE OF CONTENTS

Meet the Team

Meet IFP

Executive Summary

SWOT Analysis

Creative Brief

Target Audience

Competitive Analysis

Problem & Communications Goal

Goals, Objectives, and Strategies

Evaluation

Public Relations

Social Media

Creative Tactics and Executions

Measures of Success

Appendix

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MEET THE TEAM (FEAT. PET ROCKS)

MEET IFP

The Interdisciplinary Field Program is a UGA summer study program that specializes in teaching students about the landscape of the American West from a geological and anthropological point of view. UGA IFP comes from a tradition of field programs for geology students to see landscape and geological formations up close, but the UGA IFP has always been open to all majors since its inception over 30 years ago. Originally an honors program, the IFP has become open to all students, as well as expanding the types of classes offered. IFP features over 20 stops at different national parks, landmarks, and cities in the American West, and is the most comprehensive non-abroad study program UGA offers. With over ten potential course options, students who

join the IFP are guaranteed a full semester’s worth of credit hours. But more than a scenic trip or a study filled semester, the IFP is an experience that former students never cease to cherish; it is the most life changing road trip you’ll ever take.

Alex Magoon, Account Executive

Danielle Grinzaid, Strategic Planner

Reynolds Rogers, Social Media Expert

Kyla Brinkley, Junior Account Executive

Megan Robertson, Art Director

James Walker, Copywriter

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EXECUTIVE SUMMARY

T H E P R O B L E M

The UGA Interdisciplinary Field Program is an eight-week trip beginning in June that sends students traveling throughout the American West earning up to 15 credit hours. Established in 1988, the program was originally open to all honors students and has since opened to any student at UGA, and even at other universities. However, in recent years, the IFP has had difficulties getting students to sign up for the program. Competition from other, more glamorous study abroad programs, as well as low awareness of the program have the IFP and its student enrollment.

T H E S T R A T E G Y

We began by rebranding the IFP and creating specific guidelines including which colors, fonts and layouts to use for materials promoting the IFP. After several iterations we designed a logo that fit the client’s needs and the new brand guidelines. Their social media presence was also lackluster, so we worked with the IFP team to make guidelines for Twitter, Instagram, and Facebook posts. Our most ambitious project was to help the IFP make new materials for the Tate Art Wall that gave an overview of the program. They were up on display for two weeks, and can be reused for the next few years.

T H E I M P A C T

The IFP received a total of 42 applications by the March 4 deadline, with 23 fully completed, meeting the goal of 18 applications and exceeding it with a waiting list of five students. The UGA IFP Facebook page went from 111 like to 289 likes (160% increase), and Instagram followers increased by 75% over the course of our campaign. The average attendance of information sessions also increased from 3–7 attendees to 7–15 attendees (~218% increase), and interactions such as students signing up for mailing lists at those sessions increased as well. Overall, we met the IFP’s goals of extending their presence to students and exceeded those goals in some instances, such as students registering for the program.

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SWOT ANALYSIS

- Well-established program, has been offered at UGA since 1988

- Only program of its kind in the nation- HOPE and other scholarships apply- Program is open to any student, and allows them

to earn full semester of course credits in an eight-week period

- Allows students to be interactive and experience hands-on education

- Students get an “outdoor classroom” while camping, hiking and exploring national parks, monuments, and cities

- Open to students from other universities, and offers them in-state tuition prices

- Other similar programs and clubs are better known by the student body

- Students may have other obligations such as Greek life, jobs, internships, etc.

- Expense of the program may not be obtainable or realistic for some students

- Studying abroad can seem more appealing than studying domestically due to exoticity and cultural opportunities

- Testimonies and pictures from students who have been on the trip available for advertising purposes

- Ability for students to receive 14-15 hours of credits in a eight weeks

- New addition of creative writing course- On-campus presence offers large reach and the

chance to interact directly with current and prospective students

- The use of media outlets, particularly social media, can boost awareness across campus

- Weak social media presence- Low awareness of the program on campus- Similar program cost to other study abroad

programs; can be off-putting to some who think traveling domestically should come at a lower cost

- May be considered less glamorous than most study abroad programs due to level of physical activity that is involved

- Although offered to all students, IFP is most appropriate for underclassmen who need to complete core credits

S T R E N G T H S W E A K N E S S E S

O P P O R T U N I T I E S T H R E A T S

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CREATIVE BRIEF

K E Y F A C TUGA IFP is the most extensive study summer program available for UGA students, offering 14-15 credit hours in only eight weeks while traveling the American West.

P R O B L E MSince 2006, participation in the program has steadily declined. From when the program began in 1988 through the early 2000s, an average of 20 students have participated each year, with a peak of 24 students. In recent years, with the introduction of popular study abroad programs and a weak online presence, participation has been as low as eight students last year.

O B J E C T I V E S- To obtain a waiting list of at least six students after the

initial application process by March 4, 2016.- To increase the number of Instagram followers to 100 by

March 4, 2016.

T A R G E T A U D I E N C EStudents at UGA, specifically underclassmen (freshmen and sophomores), but not limited to them. The program welcomes incoming freshmen, outgoing seniors, students of all majors, and even students from other universities.

I N S I G H T S“I’m a first year student at UGA. I love the outdoors and

learning about nature, but I don’t have much experience with hiking and camping. I’ve only completed a few of my core classes, and I have nothing to do this summer.”

P R O M I S EEverything the light touches is your classroom.

S U P P O R T- The IFP offers 14-15 credit hours in eight weeks: one full

semester of credit, and stops at over 20 national parks and sites.

- The trip also has 8 unstructured days in major cities and combines elements of road trips, camping, and hiking to create an unforgettable summer adventure.

- Students learn about each location they visit during the trip with interactive projects.

T O N E & M A N N E RThe language of advertising and marketing materials for the IFP should be lively, fun, and bold. One of IFP’s strongest suits is its propensity to word-of-mouth advertising; promotional materials should reflect that it will often be seen in the context of friendly communication among peers. We’re not speaking to a target audience; we’re talking to friends.

M A N D A T O R I E S- Logo- Website- Social media links/icons- Application due datesM E D I A A N D

C O M M U N I C A T I O N V E H I C L E S- Social media - Instagram - Facebook- Website

- Bus posters- Tabling- Tate poster wall- Guerilla marketing

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TARGET AUDIENCE

One of the Interdisciplinary Field Program’s goals is to raise awareness among UGA students as a whole (see Appendix: Survey Results for key findings on brand awareness). Particularly, our main target audience is lowerclassmen who are majoring in geology, ecology, anthropology or any major similar to those studies. This specifically will include incoming freshmen, current freshmen and sophomores, who preferably enjoy outdoor

We will also be targeting students with interests/majors other than those of our primary audience. IFP offers the program to incoming freshman up until outgoing seniors of any major and we want to integrate this audience as much as possible.

P R I M A R Y A U D I E N C E

S E C O N D A R Y A U D I E N C E

experience. This is also the age group that needs to complete their core classes. Although this age group is not the only group that can participate, IFP has potential to grow immensely if targeted. As a team, our goals, objectives and strategies will be focused specially on the students at UGA. Through social media interaction, events and promotional materials, we hope to bring extensive amount of awareness and growth to the program.

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COMPETITIVE ANALYSIS

IFP allows students to earn 14-15 hours of class credit in eight weeks while traveling through the Western United States, allowing them to learn about each location through immersive projects and activities. Since IFP began, study abroad programs have gained popularity, allowing students to take courses in other countries. IFP hopes to emphasize the novelty of our own home by competing with these programs. There are a variety of programs that compete for the same participants as IFP. The programs that pose the most threat are UGA Costa Rica and UGA at Oxford. In order to achieve a dominant presence among summer programs, IFP must utilize its unique qualities to appeal to students who would otherwise choose a competitor program.

U G A A T O X F O R D1. Branding a. Current advertisements b. Past campaigns c. Promotional activity: study abroad fair, minimal Instagram activity, only closed Facebook groups about past trips already taken (no public page)2. Media placement a. Ads are mostly print: Posters on buses/around campus/emails b. Tabling at Tate and MLC. c. Info sessions during freshman orientation 3. Target market a. Humanities, sciences, international affairs,

business, communications, law and more b. Sponsored through Franklin College, but open to all majors 4. Products/services a. Usually worth 12 credit hours: two intensive seminars + two Oxford tutorials b. Spring/Fall semester: $7,900 plus twelve hours in-state UGA tuition and fees. Room, most meals, study abroad insurance, Oxford fees, and associate membership at Keble College. No airfare c. Summer: $6,400 plus in-state UGA tuition and fees. Oxford and Trinity College fees, room, most meals, study abroad insurance, and class excursions. No airfare. d. Junemester: $2,100 plus six hours in-state UGA tuition and fees. Housing at the UGA at Oxford (June 9 – June 24), class excursions, study abroad insurance, and program activities. No airfare 5. Social Media a. Instagram: 15 followers, only 4 posts b. Facebook: no official page c. Content: Oxford tailgating photos d. Engagement: 1-5 likes6. Are they doing anything else unique that sets them apart? a. Basically they have prestige and age on their side. Oxford is known for its 25 year existence with UGA and is immediately introduced to incoming freshman via orientation.

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COMPETITIVE ANALYSIS

U G A C O S T A R I C A1. Branding a. Outdoor appeal similar to IFP but is located in a foreign country b. Known for sustainability, can contribute to helping the environment while attending the program2. Media placement a. Website: Well done and easy to navigate includes strong FAQ section b. Blog that is posted to frequently and shared on social media sites such as Facebook. c. Advertisements/Promotions: Posters spread throughout UGA campus as well as tabling sessions held in designated areas on UGA campus (MLC and Tate Center). Mostly print advertisements.3. Target Market a. Students ranging from freshman-senior age, who enjoy the outdoors and want to explore different cultures.4. Products & Services a. 25 Programs, 35 different majors offered, 9 colleges b. Six credit hours offered c. Satellite campus for UGA d. HOPE Scholarship applies for those that are eligible, out-of-state students pay regular out-of-state fees; scholarships and financial aid available. e. Spring/Fall semester: $5,750 f. Maymester: $2,645 g. Summer: $3,2955. Social media a. Very strong and updated frequently b. Instagram: 628 followers The UGA Costa Rica page is regularly updated. c. Facebook: UGA Costa Rica page has 2,508 likes. The UGA Costa Rica Facebook page is updated frequently. d. Twitter: UGA Costa Rica has 361 followers and the page seems to be updated frequently.

C O R T O N A , I T A L Y1. Branding a. Facebook posts including ads and pictures from past trips b. Study abroad fair c. Minimal Instagram activity, old Vimeo account2. Media placement a. Mainly Facebook3. Target market a. Art, English/Italian, architecture, interior design majors; science maymester 4. Products/services a. Upper level art history requirement, semester abroad usually totals to 12-13 credit hours, 3 class requirement over summer, specific housing for UGA students b. Spring/Fall semester: $16,000 c. Summer: $10,000 d. Maymester: $6,0005. Social Media a. Facebook: 2,400 followers b. Instagram: 50 c. Vimeo: >10 d. Content: A few ads about study abroad fair and application due dates. Mainly just pictures from past trips.6. Are they doing anything else unique that sets them apart? a. No, only their recent social media posts are on Facebook, but nothing stands out as unique/innovative. The location is the main draw to this program.

All tuition information and social media metrics were collected in February 2016.

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PROBLEM AND COMMUNICATION GOALS

Julia Cox is a research professional in the UGA Geology Department. She coordinates the IFP program and teaches on the eight-week trip every year. There are also staff members who contribute to and attend the trip as well, but most of them vary from year to year. There are also current and former students who have attended IFP and assist in holding information sessions and contributing to promotional efforts. The two student workers who assist Julia most often this year are James Moy and Caroline Flournoy. We interact most with Julia, our client contact, for Creative Consultants and Talking Dog information and decisions.

So far, the Interdisciplinary Field Program has used a mixture of digital and traditional media to reach its audience. IFP has utilized tabling, word of mouth, posters distributed around campus, advertisements on buses, and information sessions to increase awareness and encourage students to apply. They are also present on social media platforms such as Facebook, Instagram and Twitter.

However, when we took on the Interdisciplinary Field Program as a client, they were experiencing an all-time low in number of applicants to the program, with only eight applying the previous year. Our research showed that awareness on campus was so low that students weren’t familiar with “Interdisciplinary Field Program” or “IFP.” Our work was cut out for us, and we developed a set of goals and strategies for the year we would be working with IFP, as well as a system for evaluating whether or not we met those goals.

Our creative focus was to target the student body as a whole with social media and Tate Art Wall posters, and targeting underclassmen with flyers and posters in their dorms and other buildings on campus with a high level of traffic from freshmen. We decided to eliminate print ads from buses, considering their low impact (see Appendix: Survey Results for key findings on attention paid to ads on UGA buses).

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GOALS, OBJECTIVES, AND STRATEGIES

Objective: Have at least 18 students signed up to the IFP by March 4th, 2016 and have a waiting list of at least eight more students. Strategy 1: Increase campus presence through redesigned flyers, posters and brochures.Strategy 2: Hold more well-advertised information sessions about the trip involving both the IFP director and former students from the trip.Strategy 3: Utilize the Tate Student center Art wall with newly designed posters including pictures of former students from the trip along with information about the trip itself.

Objective: Increase following on Facebook, Instagram and Twitter by >20% by April 2016.Strategy 1: Make regular posts (multiple times a week) to all platforms throughout the year, not only during the summer, utilizing tools like Hootsuite.Strategy 2: Have students who went on the trip previously post about their experiences.Strategy 3: Make short, informative and creative videos about planning and getting ready for the trip.Strategy 4: Post parental feedback about the trip during key times such as breaks and the summer.

Objective 1: Increase awareness of the IFP among UGA’s student body by 25% by April 2016Strategy 1: Rebrand the IFP's visual identity to appear more appealing and outgoing Strategy 2: Increase the social media presence of the IFP on Facebook, Instagram and TwitterStrategy 3: Hold more events on campus related to the IFP (tabling, info sessions, etc…)

Objective: Create a new, more appealing visual identity and set of guidelines for promotional and internal use by the IFP for at least 5 years by the end of April, 2016.Strategy 1: Redesign all promotional material including the logo, flyers, posters, brochures and goodies.Strategy 2: Create a uniform brand image to be used by all IFP promotional materials including a set of standard colors and a tone of advertisingStrategy 3: Make large posters for use at the Tate Art Wall incorporating the new branding guidelines that can be reused every year.

Increase the number of students who apply to the IFP for summer 2016

G O A L 1Increase social media presence, followers, and engagement

G O A L 2

Increase general awareness of the IFP among UGA students

G O A L 3Establish visual brand assets and brand guidelines for the IFP

G O A L 4

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EVALUATION QUESTIONS

Objective: Did we get at least 18 students signed up to the IFP by March 4th, 2016 and have a waiting list of at least 8 more students? Strategy 1: Did we improve campus presence with redesigned flyers, posters, and brochures?Strategy 2: Did we hold more well-advertised information sessions about the trip involving both the IFP director and former students from the trip?Strategy 3: Did we utilize the Tate Student center Art wall with newly designed posters including pictures of former students from the trip along with information about the trip?

Objective: Did we increase following on Facebook, Instagram and twitter by >20% by April 2016?Strategy 1: Did we make regular posts (multiple times a week) to all platforms throughout the year, not only during the summer, utilizing tools like Hootsuite and Buffer?Strategy 2: Did we have students who went on the trip post about their experiences?Strategy 3: Did we make short, informative and creative videos about planning and getting ready for the trip?Strategy 4: Did we post parental feedback about the trip during key times such as breaks and during the summer?

Objective 1: Did we increase awareness of the IFP among UGA’s student body by 25% by April 2016?Strategy 1: Did we rebrand the IFP to be more appealing and outgoing?Strategy 2: Did we increase the social media presence of the IFP?Strategy 3: Did we hold more events on campus related to the IFP?

Objective: Did we create a new, more appealing brand and set of advertising guideline for use by the IFP for at least 5 years by the end of April 2016?Strategy 1: Did we redesign all promotional material including the logo, flyers, posters, brochures and goodies?Strategy 2: Did we create a uniform brand image to be used by all IFP promotional materials including a set of standard colors and a tone of advertising?Strategy 3: Did we make large posters for use at the Tate Student center incorporating the new branding guidelines that can be reused every year?

Increase the number of students who apply to the IFP for summer 2016

G O A L 1Increase social media presence, followers, and engagement

G O A L 2

Increase general awareness of the IFP among UGA students

Establish visual brand assets and brand guidelines for the IFP

G O A L 4G O A L 3

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EVALUATION WORKSHEET

This objective was accomplished. We received a total of 42 applications to the IFP by March 4 with 23 applications completed, leaving a waiting list of five students. In the 2014-2015 school year, the IFP received 14 total applications. We were able to accomplish this by improving IFP’s campus presence with improved flyers, posters and brochures. We held more well-advertised information sessions about the trip involving both the IFP director and former students from the trip. We also utilize the Tate Student Center art wall with newly designed posters including pictures of former students from the trip along with information about the trip.

This objective was accomplished because Facebook likes increased from 111 likes to 289 likes and Instagram followers increased from 80 to 140. We have more than doubled the amount of likes on Facebook and just about doubled the amount of followers on Instagram. We made regular posts (multiple times a week) to all platforms, utilizing tools like Hootsuite and had students who went on the trip post about their experiences as well.

This objective has not been accomplished. We have not yet conducted our final survey but we are confident that we have rebranded the IFP to be more appealing and outgoing. As previously stated, we also increased IFP’s social media presence and we also held more events on campus related to the IFP, with average attendance at information sessions increasing from 3-7 students to 7-15.

This objective was accomplished before the April deadline. We redesigned all promotional materials including the logo, flyers, posters and brochures. We also provided ideas for goodies (like key chains) to be used in future implementations of our campaign. We also created a uniform brand image to be used by all IFP promotional materials including a set of standard colors and a tone of advertising. We also made large posters for use at the Tate Student Center that incorporate the new branding guidelines. They can be reused every year.

Did we have at least 18 students signed up to the IFP by March 4, 2016 and have a waiting list of at least 8 more students? Was this accomplished? Why or why not?

G O A L 1Did we increase following on Facebook, Instagram and twitter by >20% by the end of April, 2016? Was this accomplished? Why or why not?

G O A L 2

Did we increase awareness of the IFP among the student body of UGA by 25% by the end of April, 2016? Was this accomplished? Why or why not?

Did we create a new, more appealing brand and set of advertising guideline for use by the IFP for at least 5 years by the end of April, 2016? Was this accomplished? Why or why not?

G O A L 4G O A L 3

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PUBLIC RELATIONS

T H E I F P I N U G A Z I N E

Kyla Brinkley, our Junior Account Executive, currently writes for UGAzine, a student lifestyle magazine at the University of Georgia. The spring issue’s topic was travel, and we immediately thought that the IFP would be a great topic for an article. We decided to write a profile so that we could focus on one student’s experience in the program. The members of the IFP team who we have worked with closely told us that one of them would be interested in being interviewed for the piece. We met with Meredith Brasher, and she was able to give us a detailed account of her experience. The editors at UGAzine especially liked the piece because we were able to accompany it with stunning photos that Brasher took herself.

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SOCIAL MEDIA

Our social media expert, Reynolds Rogers, has worked closely with Julia and her team to share the responsibility of posting content on all IFP social media platforms (see Appendix: Interview Results). Working with the IFP team as Creative Consultant’s social media consultant, we collaborated to come up with a strategic plan to boost ‘likes’ and followers. Since most college students are smitten with Instagram, we decided to use that as a home base for improvement. IFP is a trip submerged in the essence of nature, meaning that their trip photos are incredible and perfectly suited for an aesthetically pleasing Instagram account. The strategy we came up with together was to decide upon a variety of hashtags that they could choose from for daily posts. The Facebook was

to remain similar but with additional content on a more regular posting basis.The Instagram has gained significant traction, with a large increase in likes and followers from students and hiking- and nature-focused accounts as well. The Facebook account, with mostly adult followers, is used for posting articles and sharing the IFP blog. IFP’s Tumblr account is where they share their version of trip experiences and they release these postings on the Facebook. Working with IFP on their social media was a pleasurable experience as they agreed to take our experise while adding their own flare to what the posts would consist of. Members of the IFP team update their Facebook and Instagram everyday and this consistency has proven effective.

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CREATIVE TACTICS AND EXECUTIONS

L O G O R E D E S I G NOur first creative task was to redesign the logo IFP was using. We initially took it in a whole new direction, using a van packed with bags to emphasize the road trip aspect of the truck. However, the client eventually decided that they would prefer a logo focusing on the nature element of the program, as their initial logo did. The van was repurposed as an icon, and we moved on to a more illustrative version of their old logo with more appropriate typography.

Initial logo

First proposed logo

IFP’s announcement of their new logo on social media.

Final revised logo

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I C O N D E S I G NThe four tenets of IFP used to market and explain it to potential students of the program are Hike, Camp, Travel, and Learn. When the client decided that the van logo was not what they had imagined, they expressed that they still wanted to use it in other ways. Thus, the idea of icons for each aspect of IFP was born. After tweaking the van to be more minimal and recognizable at a small scale, we moved on to Camp, Hike, and Learn with a tent, a hiking boot, and a pair of binoculars.

Travel

Learn

Hike

Camp

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B R A N D G U I D E L I N E SAfter creating a set of visual assets for the IFP brand, it was our responsibility to outline the brand guidelines. These will help make those assets sustainable and cohesive across all the mediums in which they’ll be used throughout their lifetime. The guidelines include information on colors, typography, and appropriate (and inappropriate) uses of the logo.

COLORS

TYPEFACESHEADERS

LOGO

BODY

ACCENT LIGHT GREY | PANTONE 7543 U

UNIVERS | BOLD CONDENSEDwhite on red or black on white Headers and headlines are set in uppercase Univers Bold

condensed, knocked out of a stripe set in Pantone 185 U. The type and the banner are sheared at 8° or -8° only.

“IFP” and “Est. 1988” are set in Modern No. 20, and this typeface is not to be used anywhere else in the visual identity.

“Interdisciplinary Field Program” is set in Cooper Hewitt, all caps.

Body text is to be set only in black or white, non-hyphenated.

MODERN NO. 20 | REGULARblack

COOPER HEWITT | BOOKblack

COOPER HEWITT | LIGHTwhite or black

BRIGHT RED | PANTONE 185 U

ACCENT DARK GREY | PANTONE 7546 U

DARK BLUE | PANTONE 313 U

LIGHT BLUE | PANTONE 635 U

MOSS GREEN | PANTONE 7484 U

HEADERS

For heavily featured and recurring elements in promotional and internal artwork, only these colors are to be used. However, due to the scope of the materials, additional complementary colors are allowed at the designer’s discretion. Percentage tints of these Pantone swatches are also permitted.

EXCLUSION ZONEAt any size of reproduction or reduction, the logo has an exclusion zone the size of two “R’s” in the typeface at that size. No other type or graphic elements are to be placed in that area, and the logo should be any closer to the edge of any border than this space.

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G E T A B I G G E R C A M P U SBecause one of IFP’s strongest assets is the students who have been on the trip and act as spokespeople, their info sessions are the best way to inform students about the trip. One of our goals throughout the year was to increase attendance at these info sessions, leading up to the application deadline at the end of March.

Our primary way of driving traffic to these meetings was with a social media and flyer campaign advertising them. These materials featured photography around the UGA campus with former IFP students dressed in exaggerated hiking gear. The concept was to contrast the wanderlust that motivates students to travel and explore with the sense of being trapped on campus.This mini campaign helped us both with driving traffic to info sessions as well as increasing overall awareness of the program.

When the American West is your classroom, your typical hike to class pales in comparison. The IFP will take you on an eight-week road trip to the west coast and back. Need a cure for your wanderlust?

Info session on Nov. 18at 6pm in Geology 142.

Learn more atifp.uga.edu


Info sessions on Feb. 3 and Feb. 24 at 6pm Geog-Geol Building, Room 142

Social media post about November info session

Flyer for February info sessions

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When the American West is your classroom, Herty Field looks a little less impressive. The IFP will take you on an eight-week road trip to the west coast and back. Got wanderlust?


YELLOWSTONE HAS 300.UGA HAS ONE GEYSER.

Info sessions on Feb. 3 and Feb. 24 at 6pm in Geog-Geol, Room 142

Flyers for February info sessions, distributed in dorms, the student center, and various other buildings across campus

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T A T E A R T W A L LIn an effort to reach students during the “last push” before applications for the program were due, the IFP team had already reserved the Tate Art Wall for promotional materials before we partnered with them. The reservation was from February 18 to March 15, overlapping the deadline for the applications. The posters for this wall emphasized the four tenets of IFP: Hike, Camp, Learn, and Travel. There was also a map of the route they take on the trip and a set of national park posters as a tribute to the 100th anniversary of the National Park Service, all of which the IFP team already had from previous installations.

Posters mounted on the Tate Art Wall, which hundreds of students and faculty see every day.

“Logo” poster featuring website, social media, and the four icons developed for the program

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Two of the four posters focusing on specific aspects of the program. We revamped the copy from their previous posters and focused on a collage style of using photos. All photos were taken by students or staff on the trip and edited by us.

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B R O C H U R EOnce students have become aware of the IFP, they need more in-depth information before deciding whether or not to attend an info session. This is where the reinforcement of students tabling comes in; if a passerby wants more information, they can pick up a brochure and, if they’re so inclined, ask questions of the students manning the table. Our task was to redesign the brochure to match their new branding. They also wanted to cut down the word count, giving IFP prospects the same information in less time.

Front

Back

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MEASURES OF SUCCESS

2014-201514 total

2015-201642 total200% increase- 31 from University of Georgia students- eight from out of state- two from other Georgia universities - one from Georgia high school

Before campaign 3-7 Individuals per session

After campaign7-15 Individuals per session

More than half of the people who attended the information sessions expressed that they heard about it through flyers on campus.

FacebookBefore: 111After: 289 Likes160% increase

InstagramBefore: 80After: 140 Followers 75% increase.

S O C I A L M E D I A N U M B E R O F A P P L I C A N T S

I N F O S E S S I O N A T T E N D A N C E

NOW WE HERE.

STARTED FROM THE BOTTOM

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APPENDIX

D A T E S T R A T E G Y C O S T

Weekly social media updates/postsReach out to IFP alum for blog posts - preferably two per month

Weekly social media updates/postsHost focus groupContinue blog posts (2)

Weekly social media updates/postsOrganize info sessionContinue blog posts (2)Roll out redesigned promotional materialsTate art wall materials ready for approvals

Weekly social media updates/posts Continue blog posts (2)Deadline for applications is March 4, 2016

Weekly social media updates/postsContinue blog posts (2)Print and mount Tate art wall materials

Weekly social media posts Continue blog posts (2)Prepare IFP staff to continue social media presence and have promotional materials at orientation throughout the thru session

November

December

January

March

February

April

$0$0

$0$0$0

$0

$0

$0

$130

$50–$75

$0

$0$30$0

$100$0

$0$0$0

$0$0

$50–$75

$0$0$0

TOTAL

TOTAL

TOTAL

TOTAL

TOTAL

TOTAL

T I M E T A B L E A N D B U D G E T

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APPENDIX

Survey administered to undergraduates at the University of Georgia in late October/early November of 2015. The only requirement was that former IFP participants could not take it. 101 students responded from a variety of majors and colleges. These are key findings.

Have you ever heard of IFP?

Yes No Soundsfamiliar

89.1%

4%

If yes, do you know what the program entails?

Yes No N/A

74.

Do you pay attention to posters on bulletin boards?

Yes No Depends

Do you pay attention to ads on UGA buses?

Yes No Depends

Have you been to an IFP info session?

Yes No Depends

0%0%

Would you be interested in an info session?

Yes No Maybe

73%

21%

6%

S U R V E Y R E S U L T S

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APPENDIX

Reynolds Rogers, our Social Media Expert, interviewed James Moy and Caroline Flournoy to scope out a plan for a social media revival, considering the program does not have a strong online presence. In the interview, James and Caroline explained that they want more social media presence and a plan to make posting more organized and consistent. They want to work

together to make a new post each day while using Reynolds as a consultant for tips and strategies when it comes to social media. The IFP team wants to not only inform the outside world of what IFP is, but also to promote the beauty of nature primarily in the American West. They want their followers to be entertained as well as informed.

I N T E R V I E W R E S U L T S

ifp

Education